Lucas Bols Bols Watermelon Liqueur

Lucas Bols' Bols Watermelon Liqueur

Lucas Bols' Bols Watermelon Liqueur

Category - Spirits, liqueur, 17% abv

Available - From this week

Location - US, available “through trade channels” nation-wide

Price - SRP of between US$14.99 and $17.99 per 1-litre bottle

Lucas Bols has released a watermelon-flavoured extension of its namesake liqueur brand in the US. Bols Watermelon Liqueur brings the number of iterations of Bols to over 30 in the country.

Last year, the company launched a honey version of the brand.

Show the press release

Lucas Bols, one of the world’s leading cocktail liqueur and spirit producers and the world’s oldest distilled spirits brand, has launched Bols Watermelon Liqueur in the United States. The introduction comes on the heels of the liqueur’s success in Europe, where light, refreshing Bols Watermelon spritzers and martinis have been enjoyed since 2012.

Bols Watermelon comes in a 1L bottle and is now available through trade channels across the U.S.  It retails for $14.99-17.99 with an ABV of 17%.

With the latest additions like Watermelon, Elderflower, and Bols Yogurt to Bols’ already extensive range of more than 30 liqueurs, Lucas Bols strengthens its position in the U.S.’s growing premium liqueur category. 

Lucas Bols Master Distiller Piet van Leijenhorst is excited to introduce the latest Bols Liqueur to the US market. “Bols Watermelon showcases fruity, sweet and juicy flavor with a hint of marzipan. It has a deliciously refreshing, well balanced taste with a surprising, long finish. With its juicy red color and distinctive, mouth-watering fragrance, it can be used to add flavor to a wide variety of cocktails.”

Joseph Biolatto of Paris’ Le Forum Bar has been using Bols Watermelon since it launched in France 2 years ago: “Extracting the taste of watermelon, which has a very delicate flavor and mostly consists of water, seems like a real challenge. But I take my hat off for the Lucas Bols Master Distiller – Bols Watermelon is a win! I use it to bring freshness and express summer in a drink.”

“Light, fresh cocktails like watermelon spritzers are some of the most popular summer drinks and have the added benefit of being extremely low-cost to the bar and having a high reorder rate for patrons,” added Lucas Bols brand ambassador and portfolio mixologist Anthony Pullen. “The second round of drinks is where bars and bartenders make their money. Cocktails made with Bols Watermelon Liqueur are tailor made to secure that second round.”

Original source: Company Release

Expert analysis

Spirits in the US

Spirits in the US

Spirits continued to benefit in 2012 from consumers switching from beer to spirits. In 2012, spirits grew by 3% and 5%, in total volume and total value terms, respectively. US consumers are becoming more